Business is business - I build highway princesses and make a decent living off of it. There's a market for pedigree offroad vehicles, and a market for accessorizing trucks.
Where I'm from, the only vehicles that could ever handle off-roading near me are Jeeps, because if you're more than ten yards off the road, your in the woods and climbing rocks.
Again - To each their own, it's been compliment anywhere I've gone